Pirelli Tire North America and American rally driver Ken Block have agreed to extend their marketing and communications partnership agreement through 2015. Block, the driving force behind the Monster World Rally Team and Chief Brand Officer of DC Shoes will continue to represent Pirelli through promotions, special appearances, dealer activity, advertising and media outreach as he has since 2010. Block’s renewed focus will be on digital consumer outreach designed to support Pirelli’s premium brand strategy and further connect the Italian tire-maker with the Millennial generation.  

Pirelli’s plans to further elevate its premium brand status in the coming year with the help of Ken Block will include digital activities that will leverage Block’s popularity with online audiences. Block’s Gymkhana 5:Ultimate Urban Playground San Francisco video achieved over five million views in the first 24 hours the video was posted on the social media site YouTube.com, dubbing him the ‘download king.’  

“Ken Block has been anintegral part of our digital communications strategy since 2010,” said Rafael Navarro, VP of communications, media relations and motorsport for Pirelli Tire North America. “Ken is a wildly popular rally driver, and his series of Gymkhana videos have obtained a record amount of online activity that has directly supported Pirelli’s goal of becoming the most recognized performance tire brand in North America.  Ken’s impact on the automotive enthusiast, gaming and lifestyle communities is proof positive that Pirelli is taking the right steps to achieve that goal.”

The 2013 agreement was announced Sunday during the United States Grand Prix Formula One race in Austin, Texas to Pirelli guests and media.